When will Underdog Positioning be Effective? The Influence of Personal Control and Shopping Orientation

Yangyi Eric Tang, Alex S L Tsang

Research output: Contribution to conferencePaperpeer-review

Original languageEnglish
Publication statusPublished - Oct 2018
Event2018 Annual Conference of China Marketing Science - Shenzhen, China
Duration: 26 Oct 201828 Oct 2018

Conference

Conference2018 Annual Conference of China Marketing Science
Country/TerritoryChina
CityShenzhen
Period26/10/1828/10/18

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